Gift Focus inc Attire Accessories - January / February 2021

158 As the world tentatively looks forward to a new normal post lockdown, Louise Prance looks at the importance of in-store safety measures in order to bolster consumer confidence as they head back onto the high street As we enter a new year, retailers will undoubtedly happily shut the door on 2020. A year like no other in recent history, the financial and economic impact for the retail industry has been catastrophic. Lockdown and social distancing measures have meant a slew of store closures and adapted regimes in order to safely and legally adapt to new government guidelines as the high street adapts to the ‘new normal’ in a post-pandemic world. However, while unquestionably difficult, and outright devastating for some, there is a glimmer of hope on the horizon in terms of the vaccine. And while we are still currently in lockdown, the successful vaccine trials have given rise to tentative optimism, and consumers are itching to get out in the real world – digital fatigue a real consequence of an overload of online content during the past 12 months. And while retailers would be wise to heed the abundant advice to establish an e-commerce arm, and fast, there is a craving amongst the British public for a sense of normality like never before. As mandates evolve and government restrictions ease, 2021 is set to see footfall return in store and consumers slowly but surely return. Yet while that may be the case, there will still be a sense of caution when shopping in store as the retail landscape changes, with customers eager to escape the confines of home, yet keen to feel secure while doing so. And this is where the need for a COVID-secure, yet friendly long-term in-store shopping system should be an imperative part of your business plans going forward. While vaccines and lowering R numbers may incite cautious optimism, the virus isn’t going to just disappear, and those that prepare to cater to COVID-relaxed and COVID-cautious shoppers, are the ones that will thrive. According to the COVID-19 Consumer & Employee Impact Survey, there are a few key things that shouldn’t be overlooked. Some 65 percent of participants said that making hand sanitizer and disinfectant wipes in store would give them confidence while shopping, while 58 percent said requiring all employees and customers to wear face masks would ease concerns, while 53 percent said they’d like to see the limiting of the number of customers in store. And with 71 percent of consumers saying they would refuse to shop at a retailer that wasn’t following local safety requirements, it’s not just a nice-to-have. Technology will play a key role in-store going forward, with touch-free shopping being key. Systems such as occupancy monitoring tech will help you efficiently gage your in-store consumer numbers, click and collect in-store services will give consumers more choice, while mobile self-checkout technology will be an attractive addition to shoppers wanting to reduce touch points even further. Other measures, as highlighted by Software Advice, include implementing a virtual queueing system, curbside pick-up options and contactless click and collect. While these measures may seem obvious to some, for many the rapid pace and extent of change needed may seem daunting. However, in order to entice footfall, and revenue, back into your store in the new year, they are measures that shouldn’t be overlooked. SAFETY FIRST